Personalisation is the best email marketing tactic, in my opinion. I stopped sending generic emails to everyone on my list. Instead, I divided them into groups based on their behaviours and demographics. I then created personalised messages reflecting their preferences. For instance, one group might have bought certain products before. The other group might have been just interested but had not yet bought anything. I would send different emails to both. The email's subject lines were also tailored to the recipient’s name and references to their past interactions. It increased the relevancy while making these emails more interesting. All these steps increased my open rate and engagement. The strategy helped me understand my audience better, too. Remember that each of your (potential) consumers likely receives dozens of emails every day. To stand out in that requires special efforts, and personalisation is just that.
Focusing on genuine value and meaningful actions is the only choice. You can’t align your cultural movements by just having a surface-level knowledge of them. Therefore, rather than jumping on the bandwagon for the sake of relevancy, it’s preferable to find cultural movements that align well with your brand values. Personally, I first conduct extensive research. I listen to voices within movements and collect information about what’s most important to community members. Second, I compare these values to those of our brand. If they naturally fit, I find ways for our brand to make valuable contributions to the movement without appropriating it. Brands can thus genuinely take action aligning with their values and those of the cultural movement. This approach helps in creating genuine product associations while building brand credibility. It ensures your brand is perceived as genuine rather than opportunistic and cynical.
As a CEO of Startup House, my advice for aligning your brand with cultural movements is to genuinely engage with the community. Don't just jump on the latest trend for the sake of it; instead, take the time to understand the values and beliefs of the culture you want to align with. Show your support through meaningful actions, whether it's through partnerships, events, or social initiatives. By being authentic and transparent in your efforts, you can build trust and credibility with your audience, without coming across as disingenuous. Remember, it's not about following the crowd, but about being a genuine ally to the causes that matter to your target market.